代理:Cayenne Communications 
广告运动主题:My World My Way
市场:Austria, Belgium, Denmark, Finland, France, Germany, Netherlands, Norway, Sweden, Switzerland, United Kingdom, Italy, Spain
简介:Canon photo printers were facing a serious threat: the home photo printing segment was losing territory to online printing services and retail photo stores. Consumers were simply disappointed in home photo printing. Adjusting inkjet printers was difficult and fiddly and the photo quality of most prints was poor.
Canon reacted with the introduction of SELPHY: a dedicated and easy to use photo printer. SELPHY connects directly to your camera and instantly prints high-quality photos. However, to make SELPHY a success, Canon had to overcome people's negative perceptions of home photo printing.
The 'My World, My Way' campaign for SELPHY was an immediate success and pushed business results beyond all expectations. Sales of SELPHY grew by 53% and market share increased by 44% during a time when the segment was actually declining by 3%. Research showed that, as a result of the campaign, people perceived home photo printing with SELPHY as easy, high quality and fun.